Originally posted on Variety:
As box office tracking is criticized for its gross unreliability lately, Rentrak and Screen Engine, a leading industry measurement firm, unveiled Wednesday a new joint syndicated service called PostTrak, which gives studios real-time audience insight to movies as they exit the theaters.
Subscribers to the new service include most of the six major studios, as well as other distributors including the Weinstein Co.
“PostTrak gives us a unique opportunity to find out not only who is going to our films, but gives us a feel for how audiences are responding — all in real time,” said Weinstein distribution prexy Erik Lomis.
PosTrak only measures audience sentiment for wide releases. The service polls audiences from a cross-section of 20 major North American markets (compared to the 3-4 markets polled normally), determining, for instance, what were the most effective tools…
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